Queen Cosmetics
Utilizing TikTok Shop and Shop Ads to reach a wider audience and grow sales.
The objective
Find a bigger audience & accelerate sales.
Latina-owned beauty brand Queen Cosmetics wanted to find new ways to level up sales and launch products. Elimar Depaula started her business in 2020 in her parents’ apartment with a $200 loan from her father. By 2022, she’d increased annual sales to more than a million dollars and was empowering artistic expression while smashing industry norms with showstopping products featuring bold pops of color. To keep growing her brand, though, she needed to reach a larger audience.
The solution
Great Organic TikToks = Great TikTok Shop Ads!
TikTok Shop was already Queen Cosmetics’ #1 organic sales platform, so they focused on adding paid ads to their marketing mix to reach a larger audience of women ages 18-44. TikTok Shop Ads help drive traffic to Shops and LIVE shopping events, reaching a wider audience and accelerating sales within the TikTok App.
As part of their campaign, Queen Cosmetics leveraged their highest-performing existing TikTok videos as Shop Ads, promoting their products in clickable, dynamic ads. They leveraged the highest gross revenue bidding type to maximize sales, with a minimum ROAS set to 2.5x. Queen Cosmetics also utilized the Display Card add-on for Video Shopping Ads for TikTok Shop (VSAs), which make in-feed video ads shoppable. Pinned products were shown in a clickable card on the ad, which took customers right to the product in their TikTok Shop, simplifying the purchase process.
The results
More reach. More sales. Better ROAS.
For Queen Cosmetics, adding paid advertising yielded a larger audience and bigger results. Having successfully built community and brand loyalty by interacting with their customers, they built on this success with Spark Ads, a native ad format that lets brands feature organic TikTok posts in their advertising. The majority of the company’s Spark Ads featured videos of color combinations users requested in the comments, illustrating the versatility of the products and ensuring consistent sales with each product drop. Using original creatives alongside Spark Ads and running VSAs utilizing interest-based targeting with industry keywords (e.g., makeup, lip gloss) helped them reach higher conversions and drew more attention to their TikTok Shop.
Overall ROAS increased to 11x for the first two weeks of the campaign before settling at 7.4x, well above their 2.5x ROAS target. There was also an 84% decrease in average CPA compared to non-Shop campaigns the brand previously ran, dropping to between $3 and $4 per CPA. Queen Cosmetics’ video views climbed to over 1 million during the campaign and brought new users to their official page and TikTok Shop. Most importantly, TikTok Shop has become their bread and butter, with increased sales causing certain products to frequently sell out.
Tips & takeaways
Create Video Shopping Ads and utilize interactive add-ons to simplify the buying process and supercharge sales with features that take customers seamlessly from your ad to checkout.
Refine your Shop Ad targeting with fully on-site solutions that eliminate signal loss, amplify sales growth, minimize CPA, and maximize ROAS through optimizations that fit your products, desired audience, and goals.
Use Spark Ads to leverage your most popular organic posts as ads to maximize overall performance.
TikTok Shop has significantly boosted my business by providing a dynamic platform to showcase products and engage with a diverse audience. We’ve been able to grow sales exponentially since joining in May. The targeted ads on TikTok have also proven highly effective, driving increased visibility and attracting a broader customer base.
